旅游地养生条件对游客忠诚的影响研究——以舟山群岛旅游地为例  

The Impact of Wellness Conditions of Tourist Destinations on Tourists' Loyalty—Illustrated by the Case of Zhoushan Archipelago

作　　者：俞萍[1] 

机构地区：[1]浙江国际海运职业技术学院,浙江舟山316021

出　　处：《旅游论坛》2015年第6期36-42,共7页Tourism Forum

基　　金：2013年度浙江省教育厅科研项目"旅游地养生条件特征对游客忠诚的影响研究--以舟山群岛旅游地为例"(Y201327587)

摘　　要：培育游客忠诚对旅游地在激烈的竞争中取得持续的竞争优势具有重要意义。而旅游地养生条件的提高是游客忠诚度表现越来越重要的理由。以具有一定养生条件基础的舟山群岛旅游地为研究区域,构建养生条件测度量表,运用差异分析、相关分析与线性回归分析等方法对调查所获数据进行分析,结果显示:游客对旅游地的各项养生条件的评价均较高,并与游客忠诚呈现正相关关系。研究结果对旅游地的发展建设提供了启示。Fostering tourists＇ loyalty is of great significance for a tourist destination to achieve sustainable competitive advantage in the fierce competition. The improvement of wellness conditions of tourist destinations is an increasingly important reason for tourists＇ loyalty. Taking Zhoushan Archipelago that is with certain wellness resources as the study area, this paper builds a scale of wellness conditions and based on the questionnaire survey, an analysis is given using different analytical approaches such as variance analysis, correlation analysis and linear-regression analysis. The result shows that tourists have a relatively high evaluation on the wellness conditions of the tourist destination and has a positive correlation with tourists＇ loyalty. The result of the study provides a revelation for the development of a tourist destination.

关 键 词：旅游地 养生条件 游客忠诚 品牌建设 

分 类 号：F592.7[经济管理—旅游管理]